Fit for superheroes: Sony ad is tailor-made

Madrid – To promote its new Playstation 3 game, DC Universe, Sony’s latest advertising campaign centeres on Sastrería Mr Lee’s tailor shop in the city.

Just like the characters in the game, the shop hand-crafts and customises villain and superhero costumes so that players can dress up and relive the game experience in the offline world.

The campaign, conceived by advertising agency Leo Burnett Worldwide, features posters, postcards, videos and direct marketing materials to attract customers to Mr Lee’s shop.

This is a great example of how gaming culture is becoming more influential as it becomes integrated into real life. LS:N Global explored this in more detail in our Prohibition Gaming and Ubiquitous Gaming Culture trends.